A complaint was made to the Advertising Standards Authority after the ad was shown during a showing of Ice Age 2. The complainant challenged whether the ad "was suitable to be broadcast during a film that was likely to appeal to children, because she believed it was overtly sexual".

Chanel argued that their founder, Coco Chanel, was ' known for being a strong, independent woman', and said that the character in the ad was intended to reflect her spirit and embody the fragrance itself.

It said that the advert had appeared during time slots throughout the day and Ice Age 2 was chosen in the knowledge that it was not only a cartoon but included sharp humour and involved recognised celebrities as voice actors, having a clear appeal to adults.

Chanel argued that there was no nudity in the ad, and none implied, but the character briefly revealed only her shoulders as part of a photo shoot, which was the setting for the advert.

It added that a degree of sexual charge was common in perfume ads but while the character was playful and sensual, she was not overtly sexual and her telling the photographer to "lock the door" was a distraction because the next shot showed that she had left.

It believed the advert was not unsuitable for children and that it was therefore scheduled appropriately. They said they had not received any complaints directly.

Compliance organisation Clearcast, which gives advice on the airing of commercials, endorsed Chanel's response, saying that 'while there was a sexual frisson, it was more akin to flirtation and there was no kissing or fondling'.

A spokesman said: "The ASA acknowledged that the undressing in the ad took place in the context of a photo shoot but nevertheless considered those scenes involved sexually suggestive content.

"We noted that the photographer was directly involved in unzipping the actress's garments and that there was a suggestion that she was naked aside from a bed sheet. We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed.

"We noted that Ice Age 2 was of particular appeal to children. We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children.

" We therefore concluded that the ad was inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children's programming.

"The ad must not be broadcast again in its current form in or around programmes of particular appeal to children."